Tim Hortons invests $64 million in Canadian tech, menu items

Tim Hortons is funding digital innovation as part of its Canada-focused “Back to Basics” program.

The Toronto-based coffee chain (named for its late co-founder and legendary NHL player Tim Horton) is making a $64 million investment during 2021 to support the digital customer experience, advertising, and product quality across Canada. Specific digital areas of focus will include the retailer’s mobile app and Tims Rewards loyalty program, as well as other strategic technology initiatives.

In addition, Tim Hortons will use the investment to support awareness of its new dark roast coffee, lunch sandwich and freshly cracked Canadian egg breakfast sandwich menu items and additional menu quality initiatives planned for 2021. The funding will also provide a substantial increase in overall advertising throughout the balance of the year.

Advertising contributions from restaurant owners in Canada will also increase by 0.5% of sales to historical levels permitted under the current contracts, leading to a sustained, increased level of investment in advertising, community and digital initiatives in 2022 and beyond.

"The efforts behind our Back to Basics plan are starting to deliver results,” said Jose Cil, CEO of Tim Hortons parent company Restaurant Brands International. “The plan focuses on building an experienced, talented and stable leadership team, investing in product quality, becoming an industry leader in the digital guest experience, delivering great value for money, and continuing to build our strong, iconic brand in communities across Canada.”

Tim Hortons has more than 3,900 system-wide restaurants located in Canada and over 4,900 internationally, including in the U.S.